It’s the “ability to create something meaningful out of esoteric or everyday products,” as Carmine Gallo writes in The Presentation Secrets of Steve Jobs. He offers up the following examples:
Starbucks CEO Howard Schultz does not sell coffee. He sells a “third place” between work and home.
Financial guru Suze Orman does not sell trusts and mutual funds. She sells the dream of financial freedom.
Apple CEO Steve Jobs did not sell computers. He sold tools to unleash human potential.
Cisco CEO John Chambers does not sell routers and switches that make up the backbone of the Internet. He sells human connections that change the way we live, work, play, and learn.
